For De Beers Jewellers’ new campaign, The Art of Diamond Jewellery Creation, the beauties of nature are reimagined as peerless works of art
Unlocking as it does the timeless potential of a diamond from its raw, uncut state, and bringing generations of expertise, artistry, craft and vision to bear to create polished gems inspired by the natural world, De Beers Jewellers’ latest campaign focuses on ‘a journey into the heart of creation’.
The campaign highlights the House’s unique legacy in sourcing, cutting and polishing exceptional diamonds, and crafting them into exquisitely designed works of art.
De Beers Jewellers is legendary for fashioning exquisite pieces from nature’s rarest treasures to help us mark life’s most intimate and special occasions. It’s a journey of creation driven by the highest standards and unrivalled expertise, as the House draws on its rich heritage to create pieces of art that will be cherished for generations.
Miracles of nature
The journey of every piece of De Beers jewellery begins with its ethically and sustainably sourced diamonds, coming primarily from its four producing countries – Botswana, Canada, Namibia and South Africa. Each diamond is inscribed with the De Beers Marque, guaranteeing that they are natural, untreated and conflict-free.
The House’s unique connection to the source means that not only can it select the world’s most magnificent natural treasures to craft into timeless jewellery, but it can do so with complete confidence in its diamonds’ journey, and the positive impact they have made.
A quest for perfection
Every diamond is chosen by eye, never from its certificate alone. The House’s experts look beyond the Four Cs – cut, colour, clarity and carat – for the subtle, ineffable qualities that make one diamond more enchanting than another. De Beers Jewellers seeks beauty through the entire spectrum of white diamonds, from the sparkling clarity of a D to the subtle tints of a Z, with a focus on the distinctive character of its ‘warm whites’. A specialist on Fancy coloured diamonds – as rare as they are beautiful – the House has unique access to a breathtaking array of diamond colours, each one a never-to-be-repeated gift from the hand of nature.
THE ART OF DIAMOND CUTTING
Blending generations of artisanal skill with sophisticated cutting-edge technology and expert intuition, De Beers Jewellers’ diamantaires are able to unleash each diamond’s sublime potential to its fullest. The House is proud to hold to the industry’s highest standards for diamond quality and cut, prioritising brilliance and beauty over size. It demonstrates the perfection of its round brilliant diamonds through the De Beers Iris, a proprietary technology that illuminates the diamond’s impeccable proportions, superb symmetry and incredible light reflection.
DESIGNS THAT TRANSCEND TIME
With nature as their guiding muse, the House’s designers envisage contemporary, elegant creations whose clean lines and sweeping silhouettes enhance the splendour of the diamonds at their centre, fashioning peerless creations that come to life when worn.
De Beers Jewellers’ iconic designs, including Enchanted Lotus, Talisman and Portraits of Nature, pay homage to the rich tapestry of the natural world, and especially to those places where its diamonds are found, in their raw and uncut state, and released from the earth to become unique heirlooms fashioned to perfection by De Beers Jewellers..
Impeccable CraftsmanshiP
Every piece is meticulously crafted in the De Beers Jewellers atelier, where master diamantaires amplify the brilliance of the diamonds by minimising metal and elevating the hero gemstones, encouraging light to flow in and around. As impeccably crafted on the back as they are on the front, every De Beers Jewellers creation is hand-finished to guarantee its perfection.
Extraordinary Heirlooms
Every piece is the beginning of a new legacy, imbued with meaning that magnifies its preciousness over time. De Beers’ jewellery has the power to mark milestones, preserve memories and to make the wearer feel their most magnetic, radiant self.
Timeless creations
Founded in London, with a flagship store on Old Bond Street and a presence in the most exclusive locations around the world, De Beers Jewellers is the pinnacle of luxury diamond jewellery.
You can discover their jewellery in more than 30 stores worldwide, as well as online at debeers.com.
DB Classic Eternity Band
DB Classic Diamond Sleepers
Old Bond Street Diamond Ring
DB Classic Eternity Line Bracelet
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Of all the diamonds unearthed, only the best and most beautiful are selected to be crafted into De Beers jewellery.
“As the leader in diamond jewellery, we are in the unique and privileged position to guide the entire journey of our jewellery, from the moment a rough diamond is unearthed, to the moment a future heirloom is unwrapped”
Céline Assimon CEO of De Beers Jewellers
Contact De Beers Jewellers’ Brand Ambassadors to discover the House’s exceptional High Jewellery collections by appointment
Book appointment
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UNVEILING THE EXTRAORDINARY
Forces of Nature
De Beers Jewellers unveils Forces of Nature, a High Jewellery collection that pays homage to the beauty and magnetism of the animal kingdom. Fifty-eight one-of-a-kind jewels are presented in eight sets dedicated to creatures native to southern Africa, a region close to the heart of the Jewellery House. Rich in symbolism, spirituality and storytelling, the collection plays with the codes of High Jewellery, showcasing the creative synergy between the House’s design studio, master craftspeople and diamond experts.
De Beers Jewellers’ largest-ever High Jewellery collection explores the talismanic power that animals and jewellery share. Timeless designs are infused with a striking modernity, featuring an array of exceptional diamonds in myriad shapes and colours, both in their rough and polished forms. Céline Assimon, CEO of De Beers Jewellers, commented: “Forces of Nature celebrates the animal kingdom, and explores a design genre, the bestiary, with our unique approach. The creative studio pays tribute to a region dear to De Beers Jewellers and connects this truly special Collection with our conservation efforts in southern Africa - where wildlife protection is at the heart of our mission, with programs like Moving Giants.”
“More than exceptionally crafted works of art, these jewels carry spiritual significance, reminding the wearer of their affinity with a particular animal. In this collection, we continue to demonstrate the incredible artistry, peerless craftsmanship and remarkable diamonds that define us as a leader in diamond jewellery”
Céline Assimon CEO of De Beers Jewellers
Balancing abstract and figurative inspirations, each set hones in on a detail of an animal, using distinct hero diamond cuts to represent its unique traits as well as hidden details such as openwork that echoes the animals’ distinctive patterns. Almost half of the pieces are transformable, with detachable elements offering the utmost versatility and wearability.
The lion symbolises Protection, with voluminous manes of gold beads surrounding trilliant-cut and yellow diamonds.
The leopard exemplifies Magnetism, conjured through marquise-shaped diamonds that suggest the animal’s hypnotic gaze, with olive-green diamonds chosen to echo its mesmerising eyes.
The giraffe represents Dignity, parlayed through elegant, V-shaped silhouettes adorned with earthy-hued rough diamonds, and openwork that recalls its print.
The elephant conjures Tenderness, through heart-shaped, pear-shaped and oval-shaped diamonds, intertwining trunks and pink diamonds, evocative of eternal love.
The undulating corkscrew horns of the greater kudu symbolise Spirituality, gracefully linking earth and sky, enveloping ethereal grey and white cushion-cut diamonds.
The zebra stands for Individuality, evoked with shapely lacquer and diamonds.
The buffalo symbolises stability, its strong and steadfast presence reflected in half-pyramid rough brown diamonds that are juxtaposed against pavé-set horns.
The rhinoceros is synonymous with Fortitude, its resilience represented in angular titanium designs that complement shield-shaped and pear-shaped diamonds.
Contact De Beers Jewellers’ Brand Ambassadors to discover the House’s exceptional High Jewellery collections by appointment
Book appointment
De Beers Jewellers’ creativity inspired by Nature and craft excellence are bolstered by its rich heritage of diamond expertise since 1888. As the only luxury Jewellery House with a direct connection to the Source, De Beers is in the privileged position to guide the journey of each diamond, from the moment a rough is unearthed to the moment a future heirloom is revealed. This connection affords the House access to the Earth’s most magnificent diamonds; miraculous gifts from nature that are displayed in exquisite jewels designed to enhance their unique beauty.
The grace and majesty of the natural world have been a constant muse for De Beers Jewellers. In honouring southern Africa’s native fauna, De Beers Jewellers also pays tribute to the countries it helps to conserve through its Building Forever commitments. The captivating beauty of each piece of jewellery is heightened by the positive impact it has made on people and the planet.
UNVEILING THE EXTRAORDINARY
Founded in London, with a flagship store on Old Bond Street and a presence in the most exclusive locations around the world, De Beers Jewellers is the pinnacle of luxury diamond jewellery.
You can discover their jewellery in more than 30 stores worldwide, as well as online at debeers.com.